The hitherto Web and iPhone-only app has been open to deliveries in Manhattan and Brooklyn since February, before opening shop for those living in the Hamptons and Queens too. While it originally focused primarily on wine and spirits, it sensibly broadened its horizons to include beer, mixers and other associated items, including ice.

We’re told that since opening for beer delivery last month, its week-on-week sales have spiked, with the average order size increasing by 10 percent last month, perhaps buoyed somewhat by the football World Cup. Deliveries for New York City require a minimum $25 purchase, a figure that rises to $100 for those in the Hamptons.